Alexandra Kahn
Amsterdam,The Netherlands
Summary
Fractional CMO and senior marketing leader with 20+ years of international experience in FMCG, Consumer Electronics, and Healthcare.
Since 2016, I work as a freelancer to help organizations accelerate growth by filling capability gaps, shaping innovation pipelines, and leading go-to-market strategies from concept to execution. I am known to challenge the status quo to unlock new opportunities that meet consumer needs, while keeping a clear business focus and deliver commercial successful outcomes.
Focus Areas: Marketing Strategy & Brand Positioning | End-to-End Innovation & Go-to-Market | Proposition Design & Communication Strategy | Coaching, Team Development & Performance Leadership | Change management | Cross-Functional Collaboration & Stakeholder Engagement
Overview
25
25
years of professional experience
Work History
Interim Marketing Lead (4 Separate Assignments)
Philips, Grooming & Beauty
09.2019 - 07.2025
- Led multiple innovation and go-to-market projects in shaving and beauty categories:
- Launched Gen Z-focused shaving range in Asia, exceeding business case by €5M.
- Drove high-end category growth with 2025 premium shaving line, gaining +3 pts market share in 6 months.
- Led turnaround of Philips’ flagship IPL product launch (2026), realigning full commercial execution.
- Coached and mentored team members, building long-term capability and confidence.
Consultant /Clients Advisor (intermittent)
Startup
02.2017 - 09.2023
- Partnered with start ups in food, beauty, and travel industries
- Advised on positioning & portfolio and provided brand guidance implemented + 6 months after assignment (travel)
- Improved brand visibility & engagement for beauty e-commerce by +22% (click through)
- Evaluated business case for a new food start up, advising
Interim Marketing Lead
Philips, Mother & Childcare
05.2018 - 04.2019
- Defined 3-year global roadmap, driving key product and communication/partnership strategy for a new category (Sleep).
- Steered the innovation of new baby bottle launch -launched 1 year after assignment.
Interim Digital Manager
Reed Elsevier, Corporate R&D division
11.2015 - 10.2016
- Designed digital strategies for 'Scopus' and 'SciVal' platforms; +3% unique visitors in 2 months.
- Supported organizational shift from siloed functions to integrated business teams.
Marketing Lead (EXOGEN)
Bioventus
01.2014 - 11.2015
- Developed multi-year marketing & communication plans across 8 international markets.
- Targeted new segments and trained distributors across Europe and the UAE to boost hospital presence.
- Launched three digital campaigns with click-through rates over 20%, increasing direct-to-consumer reach.
Director, Consumer Marketing – Shaving
Philips
02.2011 - 09.2013
- Led global launch of premium shaving range, boosting category growth and +2 pts market share (2011–2012).
- Introduced disruptive Beard Styler innovation, from concept definition to global launch. Winner of 2013 Philips’ Global Business Improvement Competition
Director, Marketing Planning – Global Marketing Dept.
Philips
06.2007 - 02.2011
- Drove internal change through annual forum (Top 100 Philips leaders) and workshops across business units.
- Led global marketing planning transformation for 800+ marketers, achieving >85% NPS.
Product Group Manager – Fabric Care & Surface Care
Reckitt Benckiser
02.2000 - 05.2007
- Piloted launch of Vanish OxiAction brand in the Netherlands with bold go-to-market strategy; Global roll-out. Result: +25% sales uplift and “Best Introduction” award by IRI (2003). Best Introduction in the Netherlands for the year 2003 by IRI.
- Revitalized a detergent brand with a new campaign that drove +4% growth.
- Launched France’s first cleaning wipes, driving +15% incremental sales in the first year.
Education
Certificate: AI For Business Sprint -
IMD Business School
11.2024
Certificate: Digital Strategy & Planning -
Digital Marketing Institute
04.2021
MBA - Marketing Management
EM Lyon Business School
France01.1997
Master Degree - Economics & Finance
Paris University of Nanterre
France01.1995
Skills
- Versatile in various situations
- Optimistic mindset
- Effective decision-making
- Strategic with hands-on mentality
- Stakeholder engagement
- Teamwork & collaboration
- Coaching and mentoring
Languages
French (Native)
English (Full professional)
Dutch (Conversational)
Hobbies and Interests
Travels (Gap year in ‘98, alone through Asia), Sport
Coaching (mentor at EM Lyon), Sustainability, Generative AI applications.
Timeline
Interim Marketing Lead (4 Separate Assignments)
Philips, Grooming & Beauty
09.2019 - 07.2025
Interim Marketing Lead
Philips, Mother & Childcare
05.2018 - 04.2019
Consultant /Clients Advisor (intermittent)
Startup
02.2017 - 09.2023
Interim Digital Manager
Reed Elsevier, Corporate R&D division
11.2015 - 10.2016
Marketing Lead (EXOGEN)
Bioventus
01.2014 - 11.2015
Director, Consumer Marketing – Shaving
Philips
02.2011 - 09.2013
Director, Marketing Planning – Global Marketing Dept.
Philips
06.2007 - 02.2011
Product Group Manager – Fabric Care & Surface Care
Reckitt Benckiser
02.2000 - 05.2007
Certificate: AI For Business Sprint -
IMD Business School
Certificate: Digital Strategy & Planning -
Digital Marketing Institute
MBA - Marketing Management
EM Lyon Business School
Master Degree - Economics & Finance
Paris University of Nanterre